Word: winsten
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Dates: during 1980-1989
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...designated driver "gets past the negative 'Don't Drink' image. It's addressed to a group not simply an individual. It's a message we can easily communicate. We can depict it in entertaiment programming. We can track it over time. And it gives social legitimacy to not drink," Winsten says...
After intense lobbying efforts, Winsten persuaded the 13 television studios "to occasionally lay in a line or two of dialogue about drinking and driving," Winsten says. "A host will offer a couple a drink when they arrive at a party and one of them will say, `No thanks, I'm driving.' We are only asking them to do it occasionally, but we hope the cumulative effect will be significant...
...shows including Wiseguy, Hunter, and Tattinger's have already included such lines in broadcast episodes, Winsten says, and 15 more shows have promised to do the same. In all, Winsten estimates two-thirds of the top 30 prime-time network shows will contain dialogue about drinking and driving. A few programs even plan to devote whole scenes or episodes to the topic, he says...
These lines of dialogue may reach people who might not respond to public service ads. "Different demographic groups follow different programs and identify with characters," Winsten says...
...first, some studios were wary of including the lines of dialogue. Former chair of NBC Grant A. Tinker, who introduced Winsten to writers and producers, says, "Some took it as though we were slipping some message about Communism...Some creative people took umbrage because of loss of creative control. That's bullshit. Jay has a very reasonable approach. You know he is not selling Communism...